#ihwtc

By So Iizuka

Every once in a while, you sit in a room and realize the people around you — from startup founders to hospital executives — are all wrestling with the same big questions. That’s what it felt like at the International Health & Wellness Tourism Congress (IHWTC) this year.

Held at a time when the world is actively redefining how wellness fits into global travel, the congress brought together voices from across the health tourism value chain — digital platforms, clinics, wellness resorts, insurers, regulators, even city governments trying to position themselves as wellness hubs.

As someone who’s been building Trambellir Sdn Bhd from the ground up in Malaysia, being invited to speak as a panelist felt like a milestone — not because it was a stage, but because it meant we were part of the conversation shaping the future of our industry.

Here’s a look at a few insights that stood out. Not a full transcript. Just pieces that stayed with me.

1. The digital gap is closing — but unevenly

One recurring topic on my panel (focused on "Digitizing the Patient Journey") was how uneven the adoption of digital tools still is.

Some hospitals are ready with patient portals, integrated EMRs, automated booking flows. Others — even large ones — are still using WhatsApp to confirm appointments with international travelers.

What struck me is that innovation isn’t about size anymore. Small clinics in Vietnam or Malaysia are sometimes more agile than bigger players in the West. They’re quicker to test platforms like Trambellir, respond to user feedback, and streamline their processes.

This agility is going to define the next few years of health tourism.

2. Travelers don’t want packages. They want choices.

Another panelist — a wellness director from a resort in Thailand — said something that resonated: “People aren’t buying programs. They’re buying flexibility.”

It reminded me how often we see this on our platform too. Travelers today might book a sleep therapy session, skip the yoga class, and add on a diagnostic scan — all within one trip.

So the challenge becomes: How do we let travelers curate their own journeys without making the process overwhelming? That’s the kind of UX and service design question we spend days thinking about at Trambellir.

Wellness is not one-size-fits-all anymore. It’s modular, and it’s deeply personal.

3. The future is hybrid: physical care, digital follow-ups

This was mentioned across multiple panels — and it aligns with our internal roadmap.

The idea is simple: Someone flies to Malaysia for a check-up. They get diagnostics, a consultation, maybe a treatment. But then… they fly home.

What happens next?

Follow-up care needs to happen digitally. Whether through telemedicine, encrypted messaging, or app-based updates — the post-treatment journey needs to be part of the offering, not an afterthought.

At Trambellir, we’re actively developing ways to link clinics and travelers beyond that first appointment. Because wellness isn’t an event — it’s a timeline.

4. The role of trust in medical-wellness booking

There was one question I got from an audience member that stuck with me:

“Why would someone book something like a minor surgery or even just a beauty drip online? Isn’t that risky?”

It’s a valid concern. And my answer was something like this:

It’s only risky if the platform doesn’t earn trust.

We vet every provider on Trambellir. We include cancellation terms, price transparency, and clinic profiles with real details. But more than that — we respond. We talk to users. We answer odd questions. We’re real people behind the screens.

Trust isn’t something we expect. It’s something we work for — every single day.

5. A word on Malaysia’s position in the global landscape

I also had a chance to speak briefly about Malaysia — not as a citizen, but as someone who’s watched it evolve as a healthcare destination.

There’s a quiet reliability here. High-quality care. Multilingual professionals. Beautiful recovery environments. It’s not flashy, but it’s real. And increasingly, that’s what wellness travelers want.

I genuinely believe Malaysia is in a unique position — to serve as both a health access point and a cultural soft-landing zone for international patients.

And finally, a note on recognition

Being part of the IHWTC felt like a chance to share, but also to listen — to meet peers and potential collaborators from across the world.

And this year, that sense of connection means even more to us. Because Trambellir Sdn Bhd is also a nominee for the 2025 Go Global Awards, hosted by the International Trade Council in London this November.

It’s a recognition we carry with both pride and humility. These aren’t just awards. They’re opportunities — to meet, to learn, to partner. To help shape the future of global health and wellness travel.

In closing

The congress made one thing clear: this industry is moving fast. Not chaotically, but intentionally. It’s shifting from luxury to necessity. From “niche” to mainstream.

As someone who’s building in this space day by day, it’s encouraging to see so many others doing the same — with purpose, with vision, and with the kind of practical optimism that makes you believe a better model of care is possible.